Power of the platform : exploring the promotional effect of influencers to make a difference
Christine M. Kowalczyk, Enping (Shirley) Maia, Casey Waldsmith and Della Clark
| Year of publication: |
2025
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| Authors: | Kowalczyk, Christine M. ; Mai, Enping ; Waldsmith, Casey ; Clark, Della |
| Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 31.2025, 3, p. 369-395
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| Subject: | celebrity | influencer | power | promotional messaging | platform | social media | Social Web | Social web | Digitale Plattform | Digital platform | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing | Influencer | Netzwerkökonomik | Network economics | Verkaufsförderung | Sales promotion | Celebrity-Werbung | Celebrity endorsement | Werbung | Advertising |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2025.2466607 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015339340